The need for GTM security — Daniel Avital // CHEQ
- Part 1 The need for GTM security — Daniel Avital // CHEQ
- Part 2What bots cause Black Friday losses — Daniel Avital // CHEQ
Show Notes
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02:30Why marketers need to pay more attention to GTM securityGo-to-market operations utilize CDPs, DMPs, BI systems, etc, which are subject to exploitation, fraud, and bot traffic. These activities are costly to organizations in terms of security and the business itself.
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04:18The impact of fake traffic and conversions on B2B SaaS companies40% of all traffic on the web today is fake according to conservative estimates. If youre unaware that your data is skewed, this can lead to wasting media spend on fake traffic and a waste of your sales teams time and energy following up on fake leads.
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06:31Signals that your web traffic and conversions are invalidJavaScript challenges are used to identify whether the information from the browser is correct and validate the users device. If these details arent matching up, thats usually a red flag.
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08:32Ways to validate your web traffic and conversionsCybersecurity tactics include bot traps, checks to see whether geolocation is being masked, and looking at user agent and ID. Its crucial for GTM leaders to look at multiple parameters to ensure that real paying customers arent accidentally blocked.
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09:57Strategies to combat the fake web keep it out of your GTM funnelsConsolidate solutions that mitigate fake web issues to eliminate blind spots. Additionally, ensure that security needs align with, and create shared goals for the security and GTM organizations.
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13:12Pitching GTM security to CEOs and leadershipGo-to-market security presents an opportunity to mitigate risk and improve the business. You can rest assured that media spend is not being wasted and make better business decisions based on accurate data.
Quotes
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"We're living in this world where marketers, revenue, and data leaders are dealing almost obsessively with bots, fake users, and with security." -Daniel Avital, CSO, CHEQ
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"Conservative estimates say 40% of all web traffic today is in some way fake. It can be crawlers, scrapers, botnets, proxy users who are masking their location or identity, click farms, automation tools, etc." -Daniel Avital, CSO, CHEQ
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"You think you have a certain click-through rate on a campaign, and you are optimizing accordingly. If the click-through rate is inflated because of bots 5% or 10% of your media spend is wasted on fake traffic." -Daniel Avital, CSO, CHEQ
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"About 27% of website traffic engaging with forms and web chat widgets isn't real. This means 27% of the time and energy of sales teams, BDRs, AEs, chat reps is wasted on fake leads." -Daniel Avital, CSO, CHEQ
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"We built this market. Go-to-market security was not a thing five years ago. Today, we alone have over 15,000 customers." -Daniel Avital, CSO, CHEQ
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"For our 15,000 customers, there is no world where they stop doing go-to-market security. I think it's better to adopt it because there's no escaping it." -Daniel Avital, CSO, CHEQ
- Part 1 The need for GTM security — Daniel Avital // CHEQ
- Part 2What bots cause Black Friday losses — Daniel Avital // CHEQ
Up Next:
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Part 1The need for GTM security — Daniel Avital // CHEQ
Daniel Avital, Chief Strategy Officer at CHEQ, talks about go-to-market and why you need to think about security for it. In a world where approximately 40% of all web traffic is fake, your go-to-market funnels are at risk without go-to-market security. From third-party tags on your website that can expose customers to malicious code compliance issues to bots getting into your BI systems, fake traffic is costly and concerning for B2B SaaS companies. Today, Daniel discusses the need for go-to-market security.
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Part 2What bots cause Black Friday losses — Daniel Avital // CHEQ
Daniel Avital, Chief Strategy Officer at CHEQ, talks about go-to-market and why you need to think about security for it. Black Friday and the holiday season are fast approaching which means eCommerce retailers will be preparing for a high influx of customers, conversions, and overall traffic. However, eCommerce retailers are most susceptible to fraud and abuse from bots, automation tools, etc which poses a huge issue for both retailers and actual customers as well. Today, Daniel discusses why bots cause Black Friday losses.
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